Carolina Madrid

Carolina Madrid joined the Digital & Insights team in London in January 2022. She is a global communicator with more than 14 years of experience advising clients on integrated media strategies. Most recently, she was Vice President, Digital at Weber Shandwick (WS) UK where she led EMEA-wide integration and adoption of digital centered solutions to complex client challenges. During her eight-year tenure at WS, Carolina advised clients such as ALDI, Nespresso, Princes Group, ROCKWOOL and Sanofi and on enhancing their ‘Corpsumer’ strategies to reflect the needs of their varied stakeholder groups.

Carolina’s track record was built on maximizing traditional storytelling across a digital and audience-first canvas using the right mix of creative content production, paid amplification and influencer engagement. Prior to her UK role within WS, Carolina was a ‘hybrid’ specialist within the Chicago office’s Consumer powerhouse team, counselling clients like ALDI, Mars, Unilever and Tracfone on their Hispanic market approach. Before WS, Carolina spent three years at Burson-Marsteller in San Francisco focused on corporate and financial communications for Merrill Lynch Wealth Management and a variety of start-ups.

Carolina’s experience also includes two years at a multicultural marketing firm in San Francisco and an editorial stint at Reuters in Los Angeles. Hailing from an Arizona border-town, Carolina is a native Spanish speaker and has a deep understanding of multicultural communications. She is a DE&I champion at heart, having served on leadership positions within the Public Relations Society of America (PRSA) and driving efforts for WS in the U.S. and EMEA.

Carolina is an alumnus of the Walter Cronkite School of Journalism (Arizona), where she obtained a Bachelor of Arts degree in Journalism and Mass Communication. She also studied business journalism in Beijing and Shanghai and obtained a Minor in Spanish from Universitat Pompeu Fabra in Barcelona.